Feedback and Improvement

Feedback from teacher:
After showing the improved print advertisement to Tom he suggested three improvements that could be made:

- Only use one pin to hold up the images, as the use of four pins is quite busy and visually distracting

- Make sure that the borders (The space between the content and the edge of the print) are the same. Tom suggested using a guideline/ruler on Photoshop, and lifting the 4 posted notes/images to the left higher, so the edge of the bottom image is on the same level as the hashtag line

- He lastly suggested adding Scrimshaws Twitter and/or Facebook details, as their main media channel is social networking

Improvement:
Taking the feedback into consideration, I applied all of Toms points. Here is the improved print advertisement:

Updated Print Advertisment

Here is the pin board design the client suggested to try out. 

Feedback from the Client

Feedback:
We presented our designs to Jay Scrimshaw who said, he's favourites were both concept 3 and 4, as concept 1 and 2 looked too much like a fast food advertisement. He liked the use of the wood as a background on design 4 and suggested we use the landscape version and display the photos and images  in a different composition. He suggested trying out the images without a boarder, and also presenting the images and writing as if the print was a pin board (having the writing in paper notes pinned up etc).

He also suggested using the Browning font that was used for the company's logo, although I tested this out and it looked a bit odd on the notes and was hard to read in small print. He also told us to remove his other hashtag '#bunlove' and just use '#heavenlycloudsofdeliciousness'.

Revised Campaign Plan

Launch date for finished print advertisement:
Print Advertiemsnet and Campaign complete: 22nd Febuary 2015
Launch date: 2nd March 2015

Resources and equipment needed:
- At least 3 good quality and appealing images of Scrimshaws Guerilla Kitchen's buns
- Photo of wood (taken from the Scrimshaws Guerilla Kitchen's Facebook page)
- The Scrimshaws Guerilla Kitchen's logo
- Dates and locations for the print advertisement template
- The Browning font
- Adobe Photoshop
- Graphics tablet

Budget and personnel and activities with time budget
As worked out in our previous campaign plan, one week of working 10.5 hours on the final print advertisement would be equivalent to around £315 for a professional designer.

(According to smallbusiness.costhelper.com: A freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less then £30 an hour for an experienced designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315.)

We also previously worked out it would be another £90 to hire out a studio for 3 hours, however the client has offered to supply all of the images of the food. 

Total: £315

Relevant legal and ethical issues:
Similar to our previous plan there are very few legal or ethical issues that we will clearly have to avoid, however:

- For the final design only feature the clients food, due to copyright reasons and false advertising
-  Make sure there are no other products/brands/logos caught in the background of the images that the client sends

Due to the concept only featuring food and a pin board design, it s not clearly offensive in any way.

The Pitch Presentation

Concept and Pre-production

Here are a few designs I've tested out:

Concept 1

As we have not yet photographed any of the buns, and there are no images of them already taken on a white background, I tested out the design by using and re-shaping different rolls I had found on the internet. 

The reason I chose to test out this design was because it would show of the variety of food the client has to offer - which would appeal to a wider audience, and is minimalistic yet potentially effective. 

Concept 2

This designs layout is very similar to Design 1, however, the print features only one of the buns, surrounded by its ingredients. I tested out my original idea to have the bun sliced down the middle, and in place of the other side having the ingredients - although this appeared slightly tacky. 

Concept 3

As we have not photographed any of Scrimshaws buns yet, I have used one of the images the client has sent over via email. I've increased the saturation of the bun, cleaned up the background, removed the business card, as well as adjusted the proportions of the image and added the logo. The information/writing would be positioned to the right of the print. I decided to test this particular design out as I felt it was simplistic, and there was only one focus - which therefore draws the viewers attention directly to the bun. The image also looks more classy, in comparison to Design 1 which looks cheaper (although with Scrimshaws buns the design should appear classier).

Position in the marketplace:
As the food is displayed in a polestyrene box, it makes the viewers aware that the food is take away and quick to buy. It also displayed one of the buns, showing that unlike fast food restaurants like McDonalds and Burger King, the food is healthy. Lastly, unlike McDonalds signs which appear bright and colourful to draw in attention, the colours are less saturated and are natural tones, making the pop up kitchen appear classier. 

Concept 4

Using images of Scrimshaws buns, I devised a layout and background to display them on. As Concept 3 had used a previously shot image of a bun on a wooden surface (and this complimented the food) I found an image of wood on the Scrimshaws Facebook page, and adapted it into a background.

I am still not 100% sure about the use of polarized images to display the food, but I decided to use this to test out to see if the white boarders would work well.

I also quickly tested it out on a portrait background - but the information and slogans would be placed in the centre of the print instead.

Position in the marketplace:
This poster also would work extremely well to promote the companies current position in the market place, as the natural wood used as a background gives the print a classier look making it appear less like a fast food restaurant. It also displays the buns - which shows the food there appears healthy.

Potential for further development:
The reason I feel this poster template can be developed, is because it can be turned into many media channels, such as a flyer, poster, and menu, and therefore serve multiple purposes. There is also plenty of negative space for the client to add any information they feel is necessary .

Concept 5

As the van is currently under construction, for this concept I've had to use a photo of the van that was taken previously (image to the right). I've adjusted the proportions and colours, cropped the image, cleaned it up, and edited the contrast. I have experimented with where the information should be placed. although I am still not happy with the typeface and size of the font.

We also came up with another similar concept where the van would be graphically drawn. 

Production Plans

For this unit, we are producing the advertising campaign free of charge - however these would be similar costs to what a freelance designer would charge:

Concept 1, 2, 3 & 4:
 These concepts would firstly require our group hiring out a studio and inviting in our client and their product. We would need 3 hours in the studio, 1 hour for us and the client to set up, 1.5 for the shoot and 0.5 to pack away.

Cost to hire a typical photography studio per hour: £30
Cost to hire the studio for 3 hours: £90

We are given 1 week to complete the final design for the print advertisement, therefore 7 lessons, which is equivalent to 10.5 hours.

This will be done using Photoshop (I will not include this in the budget, as a freelance designer would be expected to already have this software).

According to smallbusiness.costhelper.com: A freelance designer can charge anything between £13 - £230 per hour, although the average charges £43 - £49. Many other sources on the web state they would accept no less then £30 an hour for an experienced designer. Therefore if we charged £30 per hour for 10.5 hours, it would typically cost £315. 

Total budget: £415

Concept 5:

This design would cost a similar price to the concepts above, minus the cost to hire a studio out - as we can only work with the images we already have of the van due to it being under construction.

10.5 hours spent on the final design: £315

Total: £315


Legal and Ethical Issues:
There are very few legal or ethical issues that we will clearly have to avoid, however:

- For the final design only feature the clients food, due to copyright reasons and false advertising
- If the client picks a concept that requires us to do a photo shoot of his food, make sure we don't capture any other products/brands/logos in the background

None of the concepts are clearly offensive in anyway, due to them either featuring food, or a van.

Risk Assessment and Location Recce

Location Recce:
I decided to do a location recce of a photography studio if we decide not to use the images Jay has supplied. This was very efficient, as Long Road Sixth Form college has one and therefore it doesn't mean travelling, and the studio is free to hire.

Risk Assessment:
- There are wires connecting the lights to the mains, this is dangerous as someone could trip up and hurt themselves. To avoid this, before the shoot takes place we should make sure they are sellotaped to the walls or are out of the way/on the outskirts of the studio
- The lights can get extremely hot, to avoid this we must be careful when handling them and not touch the bulb
- We could bump into the lights, to avoid this we should watch our steps, and have minimal people in the studio when doing the shoot (only the people who are needed)
- When setting up the studio, make sure the main lights are on to avoid all of the above
- Don't bring food or drink (apart from Jays buns) into the studio, as it could damage the equipment - if anyone gets hot or tired, they should go for a break/drink outside

Potential Costs

If Jay decides to spend money to broaden his audience reach, here are a list of the media channels which will require a budget, and approximately how much they will cost:

Posters: 

According to alocalprinter.com 20 A4 posters would cost approximately £20, and for 20 A3 approximately £25.


Business cards:

85mm x 55mm For silk art business cards, it would cost £25 for 250 cards, there are also recycled business cards for the same price which is more eco friendly.

Stickers:

For square personalised stickers, it would cost £18 for 100.


Leaflet/Flyer/Menus: 

Single sided
OR

Double sided 4 - 6 pages

For leaflets, it would cost £40 for 1000 single sided leaflets, or £149 for 1000 for double sided 4 - 6 pages.

Research and Development

Initial Creative Review of Ideas and the Brief

Aims, Objectives and The Audience

By producing a print advertisement to post on social networking sites, we are appealing to a warm audience (a group of people who have already brought the product before).

Although, we still want to appeal to a cold audience/untapped market. To do this we have decided to go ahead and design a print advertisement that can be rescaled and printed as a poster, and also design stickers/flyers so that there is the option to appeal to a cold audience and not just promote the company via social networking.

Campaign Message:
We are trying to raise awareness for the product - steamed buns to build a brand awareness and connect potential audiences with pop up locations of the restaurant.

Position in the Market:
Although other pop up vans would seem like the obvious competitors, this isn't necessarily the case. This is because there is strength in a number of pop up vans coming together in the same location, as they are developing a food culture which attracts audiences (people are going to be more likely to approach multiple vans then one, as they will know there will be a large variety of food to choose between). The real competition are stores like Mcdonalds and Burger King, as similar to Scrimshaws the food is cheap and quick to pick up. However, stores such as Marks and Spencer are also threats, as they offer healthy food and meal deals which are also quick to buy.


Media Channels:
- Social networking (e.g Twitter, Facebook, Instagram)
- Stickers
- Business cards
- Flyer/Leaflet (maybe with the menu in)
- Print Advertisement

- Audio-visual (web advertisement):

Although the client has no budget, we could still make an audio-visual advertisement which could be posted on their social networking sites. Using a web advertisement would reach other people who aren’t locally in the village and who can’t see the flyers/prints. It could also display a larger amount of information, such as multiple shots of the food offered at the pop up van and show the food being cooked – which could be more appetising. However Jay does not currently have his pop up van so the advertisement wouldn’t be as authentic. 

Research & Target Audience:
- Students - as the food is cheap, they're studying locally, and the van is often in central Cambridge so is easy access

- Office/business workers - Scrimshaws is often located outside the offices near the trainstation for lunch and dinner

- Youth - the van travels all around the UK to many events, such as the ice rink in Cambridge and the May balls (again links to students too)


Colour Scheme & Style:
- Greens, blacks, whites and greys
- Quite minimalistic/simple yet effective (Jay didn't want it to be too busy, but straight to the point)


Ideas for the print advertisement: 
(Defiantly include Scrimshaws logo, slogan/slogans and colour scheme)

1) Use feature a photo of one of Scrimshaws buns on the print advertisement (don't do a graphic as an image of the food itself is more tempting)

2) Do a graphic print advertisement of the Scrimshaws van (on Photoshop), or a photograph of his van - photo that has already been taken as the van is under construction

3) Cut on Photoshop an image of one of Scrimshaws buns down the middle, and delete the other half. Where the other half used to be add the ingredients used to make the bun

4) Feature photography of a variety of Scrimshaws buns - this shows the range, what's available, and may look more visually appealing then just showing one bun

- For business cards and stickers etc, any of these designs could be scaled down - or maybe something more simplistic such as just featuring the logo would look better

Consideration of Seasonal  and calendar events:
The prints that we will design will be templates, so in each of the designs the images can be changed - meaning that the print can show different food being served each season. The theme can also be changed depending on the event. For example, if Jay chooses to bake easter themed food we can change the image to advertise that dish, but also give the template an easter theme. We plan to get the advertisement finished and ready to launch on the 2nd of March, which means if Jay does decides to have an Easter themed menu we would have enough time to edit it for the holiday season.

Production Plan Timescale:

Ideas and the brief complete: 5th February 2015

The marketing plan complete: 6th February 2015

Work out the costs for the advertisements potential media channels: 7th February 2015

Location Recce and risk assessment: 8th February 2015

Concept and Pre-production: 9th February 2015

Prepare a pitch presentation for client: 10th February 2015

Pitch the plan to client: 16th February 2015

Take into account feedback and revise the campaign plan: 18th February 2015

Send print advertisement to client to get any final feedback: 19th February 2015

Print advertisement and campaign complete: 22nd February 2015

Advertisement launch date: 2nd March 2015